AI Is A Workflow, Not A Product. Speed Without The Slop.

Every studio is being asked the same question this year: are you using AI? My honest answer is yes. But not the way the LinkedIn posts make it sound. AI doesn't replace a creative director. It removes the boring 40% so the interesting 60% gets more attention.

I use AI to draft, to iterate, to throw away ten ideas before lunch. The taste, the edit, the decision about what's actually worth shipping. That part is still a human call.

If you're a founder evaluating a studio in 2026, the right question isn't 'do you use AI?' It's 'how do you decide which output is good?' That's the part that takes a decade to learn.